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O4.11

Hidden costs and last-minute upsells

Cards in this group · 4

  1. O4.11.1Fees appearing late in checkout are hidden costs
  2. O4.11.2Last-minute upsells exploit the user's sunk investment to suppress quitting
  3. O4.11.3The total price must appear at decision time, not the last step before payment
  4. O4.11.4Optional items bundled into the total by default are hidden costs in disguise